What Is vs. What Should Be

One of the strengths of most Entreprenuers is they are extreme optimists. If we weren’t, we would all be screwed. With the shear amount of obstacles and contraints we deal with growing, building, and operating our business.

Not to mention balancing family life. I know you can relate…

We often times get stuck in the “What Should Be” vs. “What Is” mode. We start looking at things through rose colored glasses, especially when it comes to our marketing efforts.

Many small businesses stop measuring and just sit back and assume that leads will pour in. Sound familiar? You launch a one off promotional effort, then wonder why the heck you aren’t getting any leads. The copy was killer, the graphics were spectacular, and still little or nothing in return.

When you start looking at “What Is” you start doing things like measuring your results. You look at how each marketing dollar is returning value to your bottom line. You stop “wishing” that leads would come in, and you start actively getting on with testing, tweaking, and seeing results. You stop doing one time promotional efforts, and you build a marketing plan and marketing system.

Marketing is a contact sport. You have prospects that you have to move into motion and take action from a dead stop most times. You need to capture their interest, create desire, and then get them off their a@@ to take the next step with your product our service.

I’m gonna bet that you are spending time or money in areas that are promotional that you aren’t getting any results from. You keep “wishing” (there’s that word again) that some day that ad will yield results. Again, What Should be vs. What Is.

I am as optimistic as you, and quite honestly don’t enjoy what is all the time. But quite frankly there really isn’t a choice. “Should” isn’t going to help you reach your dreams and your goals in your business.